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2004 Ford Bronco Concept

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Getting Back to the Basics with Legendary Off-Roader

Ford Motor Company is calling 2004 "The Year of the Car" as it tries to resuscitate its ailing car sales, but then at the 2004 North American International Auto Show it had to slip in a concept SUV that just sent my spine tingling with excitement.

The silver color two-door Ford Bronco that rolled out Jan. 4 to the front of the stage that Ford had set up in Cobo Arena, was a surprise, since I was expecting the press conference to focus on future new car products, like the Five Hundred, the Mustang, the Focus, and the Freestyle crossover. The blocky vehicle before me was something sculpted and reminiscent of the black Bronco that my late uncle "Chick"

Ford Motor Company VP of Design J Mays introduces the Ford Bronco Concept Sunday January 4, 2004 at the North American International Auto Show in Detroit, Michigan. (Photo: Ford Motor Company)

And, unlike most Ford brand vehicles that have the blue oval plastered on the front and back, the name "Bronco" was stamped on the front grille, and "Ford" was stamped in big block letters on the tailgate, reminiscent of Ford

The Bronco concept borrows the iconic design cues of the original, from its upright profile to short wheelbase, and the round headlamps. (Photo: Ford Motor Company)

J Mays, Fords Vice President of Design, the man who designed Volkswagens New Beetle when he worked at the German automaker, stepped out of the Bronco concept like a proud father to introduce it.

"This tough little ute draws on the spirit of the original Bronco, from an era of authentic, honest SUVs," Mays said. "This vehicle is meant

The original two-door Bronco rolled off of Fords assembly lines in time for sale in August 1965 as an answer to Kaiser Jeeps CJ, Toyotas rugged Land Cruiser FJ and the International Harvester Scout. (Photo: Ford Motor Company)

Harkening Back to the Original

The original two-door Bronco rolled off of Fords assembly

The 1970 Big Oly Ford Bronco driven by Parnelli Jones that won the Baja 1000 race in 1971 and 1972 on display at SEMA 2002. (Photo: Ford Motor Company)

The Bronco came with a 92-inch wheelbase

More than 230,000 Ford Broncos were made between 1966 and 1977. (Photo: Ford Motor Company)

• A four-passenger wagon with removable full-length roof;
• A pickup with a half roof and open rear;
• And, a two-door roadster with a choice of two- or four-passenger seating that proved to be unpopular and was discontinued after 1968.

The original vehicle was built from 1965-1977 before it was replaced with the full-size F-series pickup based Bronco in 1978, which only lasted two years in its first draft but actually ran right up until 1996 receiving styling updates to match F-series mods over the years. Model year 1980 saw the much smaller

Fords Bronco concept vehicle is meant to look tough, as if the designers started with solid chunk of iron and chiseled out just enough room for people, a spare tire, and very little else. (Photo: Ford Motor Company)

But getting back to the original, it was a rugged no-thrills vehicle that could be equipped with winches, snowplow blades, tow hooks, an optional 11.5 gallon auxiliary gas tank, and more.